Did you know that a significant source of your business' income can come from renting your current, inactive and inquiry lists? For example, I just sent a client of mine, who has a list of about 50,000 names, his monthly check of $53,000. This adds up to more than half a million dollars a year—just for renting his list! What you must knowYou always need to give permission before someone else can use your list, even for a one-time rental.
Read More »
|
One way to supercharge your response is to take a newsworthy topic that relates to your product or service and integrate it into your sales copy. What is going on in your prospect’s mind? Think about a hot business, political or current issue that is being talked about on the news, in magazines or in the papers—an issue that your prospect will recognize, be curious about and be interested in.
Read More »
|
Consumers tend to pay more attention to your product or service when you offer them a discount or “special” offer. However, how much more of a response do you think you would have if you attached a timeline to your discount or special offer? Recently, a test was conducted to show how consumers responded when given two limited-time offers to react to a discount.
Read More »
|
One of the little-known and overlooked ways of boosting response is dating your direct mail piece. There are several different ways to date your direct mail, some more effective than others. The most effective way of dating is to put the actual month, day and year on the top of your sales letter as you would a personal letter. By duplicating what you use for traditional communication, it will make the sales piece more personal, immediate and newsworthy.
Read More »
|
In order to design your website to maximize your sales or leads, you need to understand your audience. What prompted them to come to your URL? What is it that they are looking for or expecting? To the extent that you are able to identify why prospects are there and identify their desires, you are more likely to generate leads and sales from their visits to your site. Your prospects have a variety of reasons why they visited to your website.
Read More »
|
In the past couple of issues, I’ve discussed how critical it is to choose your words carefully when writing copy for your direct marketing campaign—both online and offline. In case you missed last week’s issue, visit www.cdmginc.com/dmuarchives. This week, I'm going to tell you about words you shouldn’t use—“words of doubt.”
Read More »
|
Testing copy concepts is crucial to improving your response. Often what you think will generate a higher response is not always the case. I have tested hundreds of teasers, catalog covers and magalog covers in search of the highest return. Time and time again, when I speak at conferences and show examples of what I have tested and ask people to pick the winning cover, they chose the one that generated the lower response.
Read More »
|
It's crucial that you keep your direct mail campaign exciting, fresh and intriguing. In the past few issues I've discussed the benefits of using bullets on your magalog cover as well as how to write mouth-watering magalog cover-copy. Now I want to dig deeper into what really makes a direct mail campaign, particularly a magalog, command your prospect's attention. Because the magalog looks so much like a magazine, it is hard for your prospects to resist picking it up and reading it.
Read More »
|
I rarely use navigation choices in a direct marketing website. Sometimes I will allow a navigation choice at the end of the text if I feel a significant percentage of the audience needs additional information or verification. If this is the case, then I will provide a link that will offer additional in-depth sales copy.
Read More »
|
One of the challenges I face with direct response TV advertising is choosing the media. Why? Because with cable and satellite, the opportunities are exploding. How businesses are maximizing cable opportunitiesFor example, a developer of retirement communities is launching a new network directed specifically to the occupants of his new housing development.
Read More »
|
In last week’s issue, I discussed how to use “hot words” when creating copy for your direct response campaign. These are words that I suggested using to get your product noticed—words that make it virtually impossible for your prospects to ignore your product or service. In case you missed last week’s issue, visit www.cdmginc.com/dmuarchives. Check out my list of hot words located in the Direct Response Copy Tip of the Week. So now let's talk about “power words.” This is one of my favorite elements of direct marketing copywriting because these are the encouraging words that make your prospects take action.
Read More »
|
In the first article of this issue I discussed a magalog cover I created for Capital Holding. If you missed it, scroll up to the beginning of this issue. The magalog's objective was to generate leads for Capital Holding Corporation, who focused on showing senior citizens the benefits of reverse mortgages and giving advice on other financial concerns. My mission when developing this piece was to create a cover that the target audience (senior citizens) could relate to.
Read More »
|
As I have indicated in previous issues, a magalog is a refreshing alternative to the traditional direct mail package and possesses a longer life span and a greater “pass-along” value than other direct mail pieces. A magalog cover can even give a product or service a new look. For business-to-business, it is more likely to get by the mail room and gatekeepers. And for consumers, it has a dramatic impact in a market segment that isn't used to seeing that type of format. In the last two issues, I explained what a magalog is as well as steps you need to follow to create a successful magalog cover.
Read More »
|
Last week, I gave you the first of several steps in creating a successful order page for your webite. If you missed last week’s Direct Marketing Update, click here. I told you about the importance of making your ordering process seamless: if it takes your customers more than one click to process their order, they will likely leave your site. So let’s talk about how graphics can be used on your order form to help, not hinder, your response. Use graphics that direct, not distract, the readerFirst of all, only use direct response graphics. These are graphics that direct your prospect’s eye toward the sales points you want him or her to read.
Read More »
|
Mailing to the wrong address or the wrong person is a costly mistake to your direct mail campaign. Studies have shown that business addresses change, on average, at a rate of 1% a week. This adds up to about 1.7 million moves annually. It's not just the company's addressIn addition to company address changes, you also need to pay attention to who is still employed with the businesses you are mailing to.
Read More »
|
When writing copy for your direct marketing campaign, you only have a few minutes or even a few seconds to grab the attention of your prospects. That’s why you must choose your words carefully. As they read, the copy must continue to arouse their interest. Avoid anemic copy and generalities. For example do not say or indicate that:
Read More »
|
In the past couple of issues, I discussed some of my favorite direct marketing tools, which include magalogs, bookalogs, catalogs and reportalogs. These formats are great for promoting your product or service. They showcase the item in a magazine lay-out, which generates interest among consumers or business prospects who would otherwise ignore the marketer’s direct mail. Let's look at the results of two magalog test covers I created for one of my clients, Health Discoveries & Innovations
Read More »
|
In the last issue I discussed the benefits of magalogs and how they are extremely effective for both business-to-business and consumer marketing. I also gave you examples of magalogs I created for my clients. As you might recall, a magalog looks like a magazine but focuses on selling one product or service. It has an editorial feel mixed with powerful direct response copy that informs and provides value, but also sells.
Read More »
|
Placing graphics in your advertisement, direct mail piece or website can be risky if you neglect to use direct response graphics. Typically, the eye travels from the upper-right-hand corner across the top of the spread, then down the far-left column, and across the bottom of the spread. The gutter is the last place the eye travels. Therefore, it is a good idea to place photos facing into the page and either above or facing the copy.
Read More »
|
How well do you respond when your customers purchase or order a product or service through your website? If all you do is send them what they ordered, you might be missing out on a golden opportunity to communicate with them and retain them as long-time customers, instead of just one-time shoppers. More and more, you may recognize that companies such as Travelocity, VistaPrint and Dutch Gardens respond to new customers with a welcome email, or often even a special promotion.
Read More »
|